A Warning to SA Drinkers, Your #TequilaFace could be your last!
Drunk driving is a huge problem in South Africa. According to the Road Traffic Management Corporation Driver Intoxication and Fatal Crashes Report, published March 2020, The contribution of alcohol intoxication estimated to contribute to 90% of road traffic.
Further to that a report, by the World Health Organization, shows that 58% of road accident deaths in South Africa involved alcohol, making us the world’s worst country for drunk driving.
The truth is, most South African drivers know that alcohol impairs driving ability and even with the implementation of Zero Tolerance, why don’t we take this seriously?
As we sit on the cusp of the notorious Easter long weekend, which claims hundreds of lives on our roads each year, Arrive Alive, South Africa’s leading road safety authority together with Brand and Communications Group Joe Public United, embarked on a shock-tactic campaign that drinkers would not be able to ignore.
Based on the insight that your #TequilaFace is the same face you would pull the moment before impact in a car crash, the campaign visuals and tone aim to surprise viewers, with the scary warning, Don't Let Your #TequilaFace Be Your Last, making them consider their mortality when choosing to drink and take to the wheel.
“The aim of the messaging is to bring awareness to the facts and the severity of drunk driving in our country and the lack of responsibility drinkers take when they choose to drive. We want to get people talking and questioning their behaviour by encouraging citizens to pledge on the campaign website tequilaface.co.za to never drink and drive.
We want to help drinkers establish more responsible habits and empower those who pledge with a means to enjoy a night out and get home safely. The statistics around drinking and driving are shocking and we want to use that same appeal to land responsible drinking decisions”, says Megan Perks, ECD Joe Public United.
The multi-phased campaign, which seeks to captivate consumers, sparking conversations and driving awareness, launched on the 23 of March, with a surprising twist for an anti-drunk driving campaign, with a new tequila brand called Vida õ Muerte, which means life or death in Spanish.
“We have seen the impact road accidents have on the economy and the impacted families lives. We have collaborated not only to raise more awareness about responsible drinking and not driving while under the influence, but we have come together to call on the nation to take heed and not let their tequila face be their last’, says Adv Johan Jonck, Arrive Alive spokesperson.
The new tequila rolled out across social media, digital and billboards, with engaging messages that called for consumers to share their #TequilaFace. We partnered with 3 brand ambassadors, actress Anele Ney Zondo @anele_zondo, influencer Moshe Ndiki @moshendiki, and rapper Chad Mansoor, @ChadDaDon to bring the campaign visuals to life and connect with partygoers.
“The real reason for the campaign is being unveiled today, the 1st of April, (which also happens to tactically be April Fool’s Day and the day before the Easter long weekend). The switch unmasks the shocking truth, that your #TequilaFace could be your last. Unveiling Arrive Alive as the NPO behind this provocative anti-drinking and driving campaign as well as the core messaging,
“Don't L Let Your #TequilaFace Be Your Last”, adds Megan Perks, Executive Creative Director, Joe Public United.
The creative captures that moment between life and death. Even the tequila bottle itself exposes its dark side, using a UV light a hidden message is exposed to further highlight the life or death choice each of us faces when we go on a wild ride and drive drunk.
Megan concludes: “Our ambassador’s #TequilaFace images have been altered to reveal the same #TequilaFace, in a car accident visual. Not only is this idea a creative and conceptual way to gain talkability in today’s attention economy, but it also shows the need for crafted digital content that is unforgettable and imagery that evokes emotion and deeper meaning.”
Please join us in spreading awareness about this sobering message over the Easter period when every year we see carnage on our roads. Those who make the pledge during the campaign will be rewarded with a 25% discount voucher from Good Fellas, South Africa’s longest established takeme-home service provider which promotes responsible driving.
Hashtags to follow:
Don't let your #TequilaFace be your last.